Page 3
Understanding the Methodological Issues
ðThe data from the pilot project was collected between July 29th and October 31st, 2005. 
ðThis report presents the findings for each of the three survey approaches, as well as the total sample of 4,341. 
ðAlthough the same questionnaire tool was used for the telephone, on-line and street intercept study, the results vary significantly depending upon how people registered their opinion. 
ðThere is no solid methodological rationale to explain this variance.  If the three samples were truly representative of the opinion of residents of Toronto – the results would not vary to the degree that they do.  This suggests that other factors were at play to influence the results; for example a push by special interests to influence survey results one way or the other.
ðTo assign the proper amount of weight given to these results, it is important to understand all of the issues around the survey methodology used. 
ðThe following page explains the three survey approaches and identifies the various methodological strengths and weaknesses.
ð